Pengaruh Kualitas Pelayanan pada Brand Image dan Media Sosial Terhadap Pengambilan Keputusan Dengan E-Wom dan Sikap Sebagai Variabel Intervensi Terhadap Mahasiswa Perguruan Tinggi Swasta di Jawa Tengah
Keywords:
Kualitas Layanan, Brand Image, Social Media, E-WOM, Sikap, Keputusan Pembelian.Abstract
Tujuan penelitian bertujuan untuk menganalisia dampak kualitas layanan, branding merek, media sosial, dan sikap kepada keputusan mahasiswa untuk bersekolah di lembaga swasta di LLDIKTI Wilayah VI Jawa Tengah. Populasi penelitian ini terdiri dari seluruh mahasiswa aktif Fakultas Ekonomi pada Strata 1 (S1) di Perguruan Tinggi Swasta yang dikoordinir oleh Lembaga Layanan DIKTI (LLDIKTI) Wilayah VI Jawa Tengah, dimana Institusi terakreditasi AIPT "A atau Unggul" dan studi program saat ini hanya menempuh dua semester (mahasiswa baru Tahun Akademik 2021/2022). Metode pengambilan sampel kuota digunakan untuk memilih ukuran sampel 100. Program AMOS 26 dipakai guna uji hiptesis dengan menggunakan persamaan model struktural (SEM). Hasil penelitian menunjukkan bahwa kualitas layanan, brand image dan media sosial berpengaruh positif serta signifikan terhadap siswa, selanjutnya kualitas layanan , brand image dan media sosial berpengaruh positif dan signifikan terhadap sikap siswa , selanjutnya kualitas layanan, citra merek dan media sosial berpengaruh positif dan signifikan terhadap keputusan siswa berpengaruh positif dan signifikan terhadap keputusan untuk memilih, selanjutnya sikap berpengaruh positif dan signifikan terhadap keputusan untuk memilihReferences
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